La organización en torno a marcas como ventaja competitiva: el caso de unidad editorial
- Autores: Gustavo Guillermo García Mansilla
- Directores de la Tesis: Alfonso Sánchez-Tabernero (dir. tes.), Mónica Herrero Subias (codir. tes.)
- Lectura: En la Universidad de Navarra ( España ) en 2013
- Idioma: español
- Tribunal Calificador de la Tesis: Juan de Toro Martin (presid.), Paulo Faustino (secret.), Ángel Arrese Reca (voc.), Rosario de Mateo Pérez (voc.), Pedro García Alonso (voc.)
- Materias:
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- Resumen
The research describes the full process of organizing all the activities of a multimedia conglomerate around its brands, making them the main asset and the center of strategic and managerial decisions. It is based on a case analysis method, taking as a study object the Spanish multimedia group Unidad Editorial (Publisher of three of the top strong media brands in Spain: El Mundo -daily newspaper-, Marca ¿sports- and Expansión -financial contents-).
A change management process took place within the company after top management decided to put brands in the middle of their decisions. A deep analysis of brands positioning, value and equity is deployed throughout the research based on unpublished data.
Main conclusions are: 1) Organizing a media company around its brands implies a deep cultural change for the whole organization.
2) The process is complex and has impacts on the organization as a whole. A key success factor is to discover and empower key leaders for developing a new organizational model.
3) It is a must for shareholders and senior managers to realize how strong their brands are before moving into a new organizational model around brans. Those brands that not fit into a strong-brand category would not be competitive and its continuity should be reconsidered.
4) Putting brands as the center of the strategy and organization only makes sense if a company is keen on moving to less comfortable market positions, where new players and customers would appear as competitors and opportunities.
5) Brand building is a process that overpasses fiscal years. It has a different rhythm and as a consequence senior managers must manage the long term as a horizon instead of year or quarterly reporting.
6) Improving business skills around its brands grants to a company the development of a unique character and personality in front of its clients and competitors. In the end it leads to the main goal of any competitive strategy: being different.
